Levi's Bets Americana
Will Lure Young Asians

F OR THE FIRST time ever, Levi Strauss & Co. is creating an advertising campaign just for Asia. But don't expect to see any Asian faces in it.

Instead, the campaign for the San Francisco-based clothing brand will feature "a strong American theme, focusing on the rebellion, individualism and sexiness of teen culture," says Simon Sherwood, chief executive officer of the Singapore-based Asian operations of Levi's ad agency...